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Quick Frozen
Foods International News
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| Bagels to the Rescue! |
Frozen bagels? So what else is new? Ah, but these bagels are
stuffed with Philadelphia cream cheese, and are part of Kraft
Foods' strategy to bolster its position in the cheese business.
Bagel-fuls will be introduced through an integrated marketing
campaign including national TV advertising, a New York City
launch event, media relations, a 20-plus-city local market
sampling tour and in-store sales promotions--all targeted at
busy consumers, particularly women, according to a Kraft
spokesperson.
The food giant unveiled the new line at the Consumer Analyst
Group of New York Conference. Kraft's efforts come at a time
when the company has been fighting commodity price increases and
looking for ways to energize its brands in the face of
competition from cheaper private label products.
It is also betting that new frozen bagel line will help it tap
the $1.4 billion market for frozen breakfasts, which is growing
at about 3% annually. That line also fits in with another big
part of Kraft's strategy of trying to tap consumers' demands for
so-called quick meals -- food that consumers can grab during a
busy day
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| 20-Feb-08 |
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